Esports brings the big money back to the affiliate sector, notes Scott Longley.

WHEN the news hit the wires that Copenhagen-based super-affiliate Better Collective was shelling out up to €34.5m on esports affiliate marketing business, it understandably raised eyebrows.

With M&A in the affiliate sector having slowed to a crawl in the past two years or more, the sum being spent – including €23.7m in upfront cash – goes against the current trend towards affiliate acquisitions with much smaller price tags.

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